Simply Building Your Business

My Black Book of Secrets # 4

‘All That Glitters is not Gold – but somebody will probably try to sell it to you anyway’


It’s really all about discernment and discrimination and learning to spot the diamonds in all that poo.

Let’s get real

Exactly how many ‘Top Tier’ high quality products CAN there be?

Rarity defines itself…

BONDAston Martin, for example makes 5,000 cars each year across all the models, so they probably make about 1200 of each model, which is why they sell for £200k each.  The ‘David Brown Specials’ are their hallmark. If they build more, the DBs will become less rare and drop in price. It starts to lose its Rarity Value pretty quickly

It’s exactly the same for us as marketers.

What each of us does is unique. We have maximum Rarity Value. If we start copying other people, our Rarity Value immediately drops below the person we are copying from, thereby increasing their rarity in the eyes of everyone else.

But if we stick to marketing our own uniqueness then this can never happen.

Think of the people in the marketplace you admire.

What do they all have in common?

Their uniqueness. That’s all. And their uniqueness is what people engage with and follow them for. People love quirkiness and fun. This is attraction marketing and there is nothing more powerful in the world than Charisma.

You gain Charisma by not being scared of what people think of you. You have a supreme confidence in who you are and what you do. Some people are born that way and are the ones we loathe at school. Other people discover it by sheer bloody-mindedness and determination not to give up.

They go mad with passion and become obsessive about their goals and dreams. They never stop. People love this energy, but you can’t fake it. It has to be genuine.

So the task of us as entrepreneurs is to find that thing which wakes us up at 3 am with a new and amazing idea. We need to have that ‘Secret Black Book’ that EN David Wood talks about.

The little book of infinite secrets that we carry around all day long and offload all your cool and not-so-cool ideas in to.

Black Book2Have you got one?

“All Hat and No Cattle”

“All Hat and No Cattle”

I believe this great phrase comes from Texas. I first heard it on a webi with Kim Willis recently, so I’m unashamedly stealing it for this post

Here a drawing I did to illustrate the point!


Just like the ranchers with big hats and no cattle, all the flimflam, hot air, smoke-and-mirrors Snake Oil salesman are trying to romance you out of your hard earned dollar.

They don’t have businesses at all, apart from the one of extracting money from your wallet in any way they can. They call it marketing, but we know it isn’t.


How do we sort the hats from the cattle?

Continue reading

Killing The FEAR Monster

Creating Your First Ever Product
…and 5 Great Reasons Not to Bother


Continue reading

Why the Flying Squirrel Can’t Market for Nuts..

Here’s an infographic I drew up at 2 am today on a brainstorming whim. (Don’t try this at home)


The point I am making here is pretty obvious I hope. But let’s talk through it for the ‘hard of thinking’.

The Amazing Flying Squirrel can’t actually fly.

Continue reading

How to Dump Struggle

StruggleIs there a difference between Struggle and Effort?  

Let’s look at that…

Continue reading

Living In a Sales Funnel

HEADfunI lived in a Sales Funnel for Years…

…and yet I had never even heard of a sales funnel until 2 years ago, when I started to learn about online marketing.
Continue reading

Marketing with Juno


I’m not a great fan of billion-dollar Nasa projects, but I am a huge supporter of amazing human achievements.

Continue reading

How to Become a Global Mindset Marketer

tree-569586_1280This short post should strike cords with those of you who know where I am coming from.

When we write a great post or make a cool video, and put it out on the internet, we are mostly unaware of who reads it or how it affects them. 

But something we say or write can bring about a huge realisation for the reader, who may implement what we said and make sales from it. Maybe it has changed the way they will do business for ever. We may never know…
Continue reading

5 Crucial Reasons Why You Must Find a Great Mentor


What do the ‘Top Marketers’ do?

I talk to many top successful marketers every week, and one thing they all have in common is that they all either have or have had – a mentor of their own at some point. If you were to push me on this, I could list many marketers you are familiar with and tell you who they were taught by.
Continue reading

15 Weird Ways of Exploding Your Blog Visits

SMsalesYou know the first time you invite a new friend back to your home?

You make sure it looks great, and that you’ve done the vacuuming and dusting. There’s a sumptuous meal on the go, because you want to impress the heck out of them and give them a nice evening.
Continue reading

« Older posts